The Effect of Consumer Lifestyle on the Acceptance Intention of Fully Autonomous Vehicles: Focusing on the Mediating Effect of Safety

Purpose - This research aims to analyze the effect of consumer lifestyle on the acceptance intention of fully autonomous vehicles, and the mediating effect of the safety of fully autonomous vehicles as the commercialization of fully autonomous vehicles approaches. Design/Methodology/Approach - This research consisted of an online survey of 353 male and female adults in their 20s and order. The main variables are lifestyle, acceptance intention, and safety. To analyze the influence relationship, regression analysis was performed through SPSS, and mediation effect analysis was performed using Process Macro Model 4. Findings - Consumer lifestyle affects fully autonomous vehicle acceptance intention and safety, and it has been proven that the safety of a fully autonomous vehicle has a mediating effect on the effect of consumer lifestyle on the intention to accept the fully autonomous vehicle. Research Implications - First, the results proved that lifestyle is a new key variable in research on fully autonomous vehicles. Second, since safety has a mediating effect in the relationship between lifestyle and intention to accept fully autonomous vehicles, it was confirmed that safety is also an important factor. Third, in order to increase willingness to accept fully autonomous vehicles, it is necessary to segment the market based on consumer lifestyle above all else, and to develop a marketing strategy tailored to the characteristics of each lifestyle. Forth, in order to increase consumer awareness of the safety of fully autonomous vehicles, it is necessary to provide consumers with experiences based on Augmented Reality and XR technologies.